6 Reasons to Invest in Data Quality Management Tools
Our economy is being digitized at a fast pace. Some industrial sectors are admitting it quicker than others. Some are pure-play digital companies like Netflix, Facebook, and Google which derive their value from digital data while others are calmly transforming themselves into a digital one. Like banks, which were totally manual two decades back, are increasingly transferring money and holding accounts digitally rather than using cash and paper checks.
The two main motives of digitalizing are ease of storing customer data and providing a personalized customer experience. Through personalized customer experience is an attractive proposition, it is highly dependent on having good quality data about the customers and this is where most companies lack. The reality is- scattered customer data throughout a maze of systems, duplication in data, messy communication and this makes investment in data quality management tools necessary.
Reasons you need to have a data quality management tool:
The two main motives of digitalizing are ease of storing customer data and providing a personalized customer experience. Through personalized customer experience is an attractive proposition, it is highly dependent on having good quality data about the customers and this is where most companies lack. The reality is- scattered customer data throughout a maze of systems, duplication in data, messy communication and this makes investment in data quality management tools necessary.
Reasons you need to have a data quality management tool:
- A data you can trust
- Keeping the data fresh is becoming equivalent to keeping the vegetables fresh. Don’t take me wrong but these days they almost rot at the same pace! In addition, collecting the data has become quite easy, maintaining it is what counts. You need to be sure that the data is valid, safe to use & can be trusted 100%. Without such surety you cannot make a confident move and take accurate business decisions. Using bad data can hamper your sender’s reputation too.
For example: Your email marketing team is using an email database collected over a period of time without undergoing email verification and validation process. There is a high possibility of multiple emails that have gone inactive. Sending emails to them will lead to a high bounce back ultimately damaging your reputation or leading to blockage of your IP address. A trusted data source works towards collecting data, validating it and storing the complete validated data.
By investing in tools that validate the customer data as an when entered, a company can ensure bona-fide information to enter the systems. Like, API integration of ClearoutPhone ensures the phone number entered by a user is valid. - Better decision making & Improved marketing results
- The first key to build up your brand is good marketing; the quality of the product comes later. No matter how good a product is, if not marketed well it will remain in its limited boundaries. On the other hand, even an average product can initially reach heights if marketed well.
With all data intact, a business knows it’s strongest and weakest points and what the customers expect from them. The pathway between potential customers turning into lifetime users decides its growth.
Data can answer pertinent questions like: -
- Which is the best marketing source – email marketing, mobile marketing, social media paid marketing etc?
- Which source gets the maximum number of quality customers?
- Which medium of communication is the most cost-sufficient?
- Which products to sell more?
- Which market to strike again?
Concrete answers to these questions define a strong backbone of the business. - Data Enablement
- Every organisation needs a framework to align the people, processes and technology surrounding data. Having this framework in place ensues that the data is fit for the strategy planned; access is allowed to the team involved and can be used by each department as per their requirement.
During the lifecycle of data enablement, the organisation will be able to track the information leading to higher accuracy in reporting and ensuring a better compliance with the regulations. - Saving resources
- Time, money and employees are the three major resources inevitable for any company’s growth. Investing in data quality management tools cut down any unnecessary usage. Think from the perspective of marketing through phone. Let’s take two situations, the 1st in which no phone validation process is considered and 2nd in which ClearoutPhone has been integrated.
| Situation 1: No Data Validation | Situation 2: Validated Data | |
|---|---|---|
| Resources applied on invalid phone numbers | Yes | No |
| Resources applied on duplicate data i.e. reaching out to same customer more than once | Yes | No |
| Chances of feeding Incorrect customer information | High | Very Low |
| Chances of feeding Incomplete customer information | High | Very Low |
| Lead generation cost | High | Comparatively Low |
- Improved Customer Support
- The smart customers of today have multiple options to choose from, so they focus more on the experience they are purchasing rather than the product. Not just in the service industries, customer service has become a top priority in every field.
You should not remember the customer only to make a sale or when a new offer is about to be launched. Some calls or messages just to show you care can change the whole outlook of the customer. I will tell you my personal experience. Just a few days back I received a call from SOTC, Travel Company just to make sure I am okay and safe from corona virus. My only reaction after the 20 second call was –WOW.
So, you need a data quality management tool to know who all your customers are, since when are they your customers, is their contact information still valid, Building a never ending relationship requires efforts in terms of technology and human efforts. - Fewer Legal Complications
- Businesses involve private data of clients and individuals. The implementation of GDPR policies have made companies more careful about how to keep this data safe. A data quality tool can play an important role ensuring that all standards and legal complications are met
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